Customer loyalty was the holy grail of marketing. Fast forward to marketing in the Age of NOW, it’s not your customers’ lifetime value to your brand that’s important; it’s your brand’s lifetime value to your customer(s) that is important.
Modern direct marketing is measured marketing on multiple channels because customers are listening on multiple channels. Direct mail is 1-channel with proven ROI to integrate into your direct marketing mix.
Direct mail testing is not a one-time event, but rather an ongoing, long-term strategy. Once you have identified a control (through past performance or other means), you should be regularly testing the variables to determine the best performing mailer.